Postgraduate Diploma in Social Media

Awarded by: University of California, Irvine Division of Continuing Education

This is a course every aspiring digital marketer should take. Easy to follow and clear to understand practical techniques and methods that you can apply at work the very next day.

University of California, Irvine Extension’s professional Diplomas and Specialised Studies Programs will help you increase and enhance your current skills, or prepare for a new career. Courses are highly practical, and instructors are qualified leaders in their field. Convenient online courses make it easy to learn on your own time, in your own way. A certificate bearing the UC seal signifies a well-known, uncompromising standard of excellence.

Specialise in Social Media

Social Media Specialized Studies More companies and individuals are embracing Social Media as a means to attract and retain customers. According to 2014 research from LinkedIn, the majority of small and medium-sized businesses (SMBs) are relying on social media for growth. Approximately 81% of these companies are using social media, and of those, 94% do so for marketing purposes. (Mashable, 2014)

The Social Media Postgraduate Diploma addresses many of the issues and challenges surrounding the explosion of social media usage, connecting business objectives with social media strategy, and providing a roadmap to help individuals and companies navigate the social media landscape and gain a competitive edge. The program will address these fundamental questions:

  • What are the best social media strategies and tactics to employ?
  • How much should you/your organisation invest in social media?
  • How do you measure and track social media tactics?
  • How do you integrate social media into the overall marketing plan?

Who Should Attend

This program is designed for all professionals working in or wanting to work in marketing departments with a focus on digital marketing and social media: interactive marketers seeking to increase their product influence; experienced marketers who want to expand their knowledge and skills; mid-level/high level managers responsible for brand awareness and loyalty; those tasked with planning, aligning and integrating social media in their organisations; entrepreneurs managing small firms; individuals who have taken on or wish to take on social media responsibilities within their organisations.

Program Benefits

  • Form and optimise social networks
  • Design and implement a social media strategy
  • Integrate social media tools into other strategic marketing initiatives
  • Implement measurement strategies to track and measure the ROI of social media
  • Map metrics and evaluate results of specific social media driven results
  • Discover new media technologies and identify which is best suited for your product or business 

Certificate Requirements

To earn the Postgraduate Diploma in Digital Social Media Studies, participants must successfully complete courses totally nine (9) units, which is 90 hours of instruction with a grade of “C” or better. All requirements must be completed within five (5) years after the student enrols on their first course. Students not pursuing the certificate program are welcome to take as many individual courses as they wish.


Up to one exemption is available from this Diploma for certified prior knowledge in digital marketing and social media marketing


A total of 9 or more units is required to complete

Digital Marketing Concepts  (2 units)

Gain an overview of the business value of digital marketing and how it can be leveraged to achieve acquisition, conversion and retention of online customers. Examine the broad array of interactive marketing strategies including search marketing, display advertising, email marketing, website optimisation, social media, mobile marketing, online analytics, and other online methods used to achieve business goals.

Social Media and Online Audience Profiling (1.5 units)

Examine qualitative research methods to monitor social media demographics, and learn to identify the social media applications and strategies best suited for reaching specific targets. Explore the techniques and best practices for identifying and engaging your audience to ensure the effectiveness of resources spent on social media, public relations, branding and marketing efforts.

Utilising and Integrating Social Media Channels  (2 units)

Explore and utilise techniques for making Social Media an integral component of organisational marketing campaigns, serving as both listening and outreach tools for building brand awareness and promoting business. Investigate social tools, including Internet forums, message boards, blogs, wikis, podcasts, picture sharing, video sharing, and social networking to learn how to leverage social media as a powerful alternative to traditional interruptive advertising. Create and present a written plan for achieving business goals through the use of a social media marketing campaign.

Content Marketing   (1.5 units)

Gain the knowledge and skills needed to design, develop, promote and manage profitable digital, mobile and social content marketing campaigns. Learn how to create compelling and engaging content to support the customer through the buyer journey lifecycle. Designed for product managers, digital marketers, social media strategists and business leaders who wish to increase revenue, retention rates and marketing return on investment.

Social Media Management and Evaluation (1.5 units)

Explore how social media has become integral to marketing for many organisations, providing unprecedented opportunities to engage stakeholders and consumers in direct ways. Examine how a specific measurement and evaluation plan is necessary due to the disparate nature of the various platforms and technologies. Experience an in-depth and hands-on exploration of current trends and tools including quantitative and qualitative measurement methodologies.

Strategic Social Media Planning  (2 units)

Develop a social media strategy and gain a complete understanding of the POST (people, objectives, strategy, and technology) process. Learn effective audience profiling techniques using technographics and social computing behaviors. Explore cohesive strategies that integrate social media into sound business practices and methodologies for implementing social media channels to achieve organisational business and brand objectives.

Blogging for Business  (2.5 units)

Explore how blogging is one of the best ways to update an organisation’s website with pertinent and original content that can also be used as an effective sales tool. Learn how to blog and examine best practices that are specific to blogging for business in a marketing context. Address how to navigate and post in Wordpress, create and maintain a successful business blogging campaign, choose and write materials that will best suit a client or business, manage a workflow and use plugins. The importance of responding to comments and incorporating social media posting into a blogging strategy will also be explored.

The Certified Digital Marketer Program

The Digital Marketing Association has teamed up with UCI Extension to offer graduates of the Postgraduate Qualifications Certified Digital Marketer status and entry on the Certified Digital Marketer Program to offer continuous professional development for Digital Marketing Profession.


All students studying on a UCI Qualification are offered membership with The Digital Marketing Association.

Study Options

The courses are available via online distance learning. This mode of study is completely flexible so delegates can study wherever and whenever they wish. Each module takes approximately 1 -2 month to complete and we expect most students to finish within 1 year.


Delegates are assessed through individual assignment that is submitted to the instructor at the end of each course. Assignment format may vary and is generally in the form of either a report or project work. Online forum participation is also encouraged throughout the Diploma. Final grades are recorded on the student record at UCI as well as DMA. All assessment fees are included in the student fees.

Learning Providers

Our learning providers of the UCI Postgraduate Diploma in Social Media are: